Chipotle recently reported a 30% increase in quarterly profits and sales at stores open more than a year were up 9.3%. In the last quarter of 2013, stores were averaging an additional $622/day over the same time period in 2012.

“The most obvious difference in the company’s approach was its vow in March to eliminate genetically engineered ingredients,” writes BusinessWeek’s Kyle Stock.

Chipotle sees its position on these matters as good for marketing and will soon launch a four-part satirical look at industrial farming called “Farmed & Dangerous” on Hulu. The trailer for the series is below.

“That’s why we create marketing designed to make people more curious about these issues,” Co-CEO Steve Ells explained in a conference call about earnings on Thursday. “We believe the more curious they become and the more they learn, the more likely they’ll come to Chipotle.”